In the business world, the word ‘story’ has already been so overused that its meaning has become blurred. It seems that almost any content is called a story. When this happens, we forget what the storytelling fuss is all about in the first place.
We are losing our way. Big time. We are losing the real art of storytelling and the different ways we can use it to build business.
As a story designer, I believe I’d like to be the one to give the ‘emperor back his clothes’.
What the hell is this thing called a story anyway?
So, what is a story? A story often contains one or more of the following elements. However, we sometimes describe texts or services that have none of these elements as a story too. …
Over a decade ago, in 2005, B. Joseph Pine II and James H. Gilmore published an article, urging us to think in terms of experiences. [EVENT ROI FALL 2005. Achieving Infinite ROI. B. Joseph Pine II and James H. Gilmore)
”It’s not fantasy; it´s reality. Companies are doing just this today by thinking imaginatively about ways of engaging their current and potential customers and designing creatively around admission-fee experiences in ways that no advertisement can do. They´ve stopped fretting about the declining efficacy of ads and pursued whole new medium: the marketing experience. So what are you waiting for?”
It’s a fair question. Are you still stuck somewhere back in 2005? Or have you set out to create something special for your customers, something that rises above the mundane and offers a memorable experience? …
Once upon a time, a thin red thread was woven into ropes used in the British navy. The thread made it easier to braid and repair the ropes. If the rope unravelled, it could easily be mended by following the red thread inside because it was strikingly visible. Everyone could also easily identify the rope as property of the Crown, since it was impossible to remove the red thread without taking the rope apart. That made stealing the ropes pointless, as no one would buy them.
A red thread is also essential in storification: it produces a compelling narrative — in fiction and non-fiction, including business activities. …